Air New Zealand has gone bonkers with its in-flight safety videos

And it’s working

You may not have flown them ever, but you’ve probably seen one of their whacky in-flight safety videos. Air New Zealand is turning an otherwise boring ritual into something of an art form.

It all started in 2014 with an unexpected briefing. That’s what they called the film, which featured elves and hobbits from Lord of the Rings. With over 12 million views, the video was a bona fide viral hit.

The one that got them some flak. ‘Safety in Paradise’ featured Sports Illustrated swimsuit girls delivering the message. But an online outrage flayed the airline for the ‘sexist’ film. Air New Zealand backtracked and pulled the film from its flights.